Manufacturers Need to Sell, Too!                 By           Brad Tornberg
People Are Looking For Your Products•   Can You be found?•   Who should be finding you?•   Where do they find you?•   When...
The realties of marketing today•   Listen over say•   Insight over information•   Proof over promise•   Publish over prosp...
Today – The Paradigm has changed• People do not want to be sold to!• People will buy when they are ready to buy and  they ...
The Marketing HourglassTM      Know       • Who and how, ads, referrals, networking       Like      • Website, blog conten...
Marketing is a System 1.   Strategy before tactics 2.   Fill your marketing hourglass 3.   Publish educational content 4. ...
PublishEducational Content
Publish Educational Content  • Body of work  • Major themes (keywords)  • Editorial calendar  • Story building  • Mixed me...
Content that builds trust  • How to content  • Reviews  • Testimonials  • Articles
Content that educates • White papers • Newsletter • Webinars • FAQs • Survey data
Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video...
Other people’s content  • Custom RSS feeds  • Republish, Share, RT  • Curate  • Storify
Content that closes • In person events • Case studies • ROI calculators • Results
Total  WebPresence
Nobody wants toread your    blog
Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings...
LeadGeneration    Trio
Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
Public Relations  • It’s about relationships  • Pitch, don’t release  • Monthly touch  • Use online press releases
Referrals  • Be more referable  • Target  • Educate  • Offers  • Follow-up
LeadConversionis a system
Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction...
Live by theCalendar
Live by the calendar  • Monthly themes  • Weekly actions  • Daily appointments  • Make it a game
My gift to you - $250  • Web site evaluation  • Guided survey of marketing  • 30 minute Consulting session  • Action steps...
Question/Comments• Any specific things you are struggling with as  a manufacturer in terms of lead generation,  conversion...
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Manufacturers need to sell, too!

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Duct Tape Marketing principles applied to manufacturers who also need to sell

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Manufacturers need to sell, too!

  1. 1. Manufacturers Need to Sell, Too! By Brad Tornberg
  2. 2. People Are Looking For Your Products• Can You be found?• Who should be finding you?• Where do they find you?• When they do find you what’s your message?• How do you get them to act (Call to Action)?• Why should they be looking for you?• What makes you better?• What do others say about you?
  3. 3. The realties of marketing today• Listen over say• Insight over information• Proof over promise• Publish over prospect• Farm over hunt
  4. 4. Today – The Paradigm has changed• People do not want to be sold to!• People will buy when they are ready to buy and they better be able to find you when they are!• Be in front of them not enough – your not relevant• Be in front of them too much and your spam• Value the e-mail and the permission they give• Be a connector
  5. 5. The Marketing HourglassTM Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
  6. 6. Marketing is a System 1. Strategy before tactics 2. Fill your marketing hourglass 3. Publish educational content 4. Create a total web presence 5. Use a lead generation trio 6. Make selling a system too 7. Live by the calendar
  7. 7. PublishEducational Content
  8. 8. Publish Educational Content • Body of work • Major themes (keywords) • Editorial calendar • Story building • Mixed media
  9. 9. Content that builds trust • How to content • Reviews • Testimonials • Articles
  10. 10. Content that educates • White papers • Newsletter • Webinars • FAQs • Survey data
  11. 11. Customer generated content • Automatic referrals and reviews • Testimonials – AudioAcrobat • Video success stories • Video testimonial party
  12. 12. Other people’s content • Custom RSS feeds • Republish, Share, RT • Curate • Storify
  13. 13. Content that closes • In person events • Case studies • ROI calculators • Results
  14. 14. Total WebPresence
  15. 15. Nobody wants toread your blog
  16. 16. Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings and reviews • Social media participation
  17. 17. LeadGeneration Trio
  18. 18. Advertising • Control • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
  19. 19. Public Relations • It’s about relationships • Pitch, don’t release • Monthly touch • Use online press releases
  20. 20. Referrals • Be more referable • Target • Educate • Offers • Follow-up
  21. 21. LeadConversionis a system
  22. 22. Lead Conversion • Discovery – Next step • Presentation – Seminar • Nurturing – Sales cycle • Monthly touches • Transaction – Same experience
  23. 23. Live by theCalendar
  24. 24. Live by the calendar • Monthly themes • Weekly actions • Daily appointments • Make it a game
  25. 25. My gift to you - $250 • Web site evaluation • Guided survey of marketing • 30 minute Consulting session • Action steps and tips • brad@e3help.com
  26. 26. Question/Comments• Any specific things you are struggling with as a manufacturer in terms of lead generation, conversion or sales? Lets share!
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